Trade fair participant checklist: From early planning to lasting impact

Choose trade fairs that align with your goals and priorities

• Develop your own event strategy, and prioritise and assess events based on a) relevance, b) impact and c) resources
  
  
• Choose a trade fair that aligns with your target audience and industry
  
  
• Research the trade show's history, conference themes, exhibitor profiles, attendee demographics and other exhibitors/competitors
  

Key questions to consider:

• Are we reaching our target audience?
• Are decision-makers present?
• Can we start a dialogue?
• Is it a good place for networking in general?
• Does the event showcase industry innovations?

Define goals, KPIs and activities

• Decide on and define the overall purpose and objectives of participating in the trade fair
  
  
• Use a goal matrix to outline potential key objectives, priorities, success measures and timelines (you will find an example at the bottom of this page)
  
  
• Choose suitable supporting activities:
  
  
  • Explore opportunities to give a presentation or pitch at conferences or technical sessions
  • Get an overview of the conference programme and technical sessions
  • Consider hosting your own customer events (dinners, demos, seminars, etc.)
  • Consider attending relevant networking events organised by other organisations

Budget and team planning

• Estimate the total budget required, including stand rental, stand design, production of graphics, technical setup, administration costs/insurance, logistics/freight, staffing, marketing, side events, travel/accommodation, etc.
  
  
• Get an early overview of all the technical deadlines set by the exhibition organiser for your stand (water and power connections, furniture orders, AV equipment, Wi-Fi, etc.).
  
  
• Choose the employees/team you need to achieve your priority goals (technical staff, sales/marketing and management)
  
  
• Create a team brief that clearly aligns goals, expectations and responsibilities.
  
  
• Pitch training if needed

Stand design, messaging and structure

• Explore the trade fair layout and how visitors move through the exhibition hall
  
  
• Book your space early to secure the best possible location and take advantage of any early-bird rates
  
  
• Choose the right stand size and layout to suit your goals and available budget. A consistent visual identity and profile is essential:
  
  
  • An open and inviting stand – easy to navigate
  • Consider dividing the stand into different zones if space allows
  • Communicate your value proposition clearly – focus your message on impact and outcomes: What problem do you solve, and for whom?
  • Reinforce your message visually with space for graphics, digital screens, presentations, video content, product displays/demonstrations, etc.
  • Furniture for customer meetings, storage and a podium for displaying products/models
  • Remember to keep your stand staffed throughout the exhibition's opening hours. If this is not possible, consider running a presentation on a loop and making business cards available.

Marketing and promotion before the event

• Have a clear plan for marketing and promotion before the event to drive traffic to your stand
  
  
• Announce your participation by email, on your website and through social media
  
  
• Invite customers and potential customers to visit your stand
  
  
• Create a strong company profile in the official exhibitor directory as soon as possible
  
  
• Consider upgrading your promotion options to include more content and further increase your visibility
  
  
• Prepare any digital and printed materials you plan to display at your stand
  
  
• Post daily updates on social media throughout the exhibition

Lead generation and networking

• Clear criteria for assessing leads, defined before the trade fair
  
  
• Who is a potential customer? What information is essential?
  
  
• Use delegate and exhibitor lists to identify potential leads
  
  
• Send guest invitations to potential leads (free or discounted guest/visitor invitations are often included in the exhibitor package)
  
  
• Use all available tools (apps and matchmaking services) provided by the event and/or pavilion organiser to book meetings ahead of the trade fair
  
  
• Digital tools and systems based on artificial intelligence (AI) can also help you capture contact details in a structured way and prioritise leads automatically

Post-show follow-up and ROI measurement

• Organise and prioritise all leads (hot/warm/cold)
  
  
• Confirm contact details (email, phone number, company and role)
  
  
• Follow up promptly with personalised emails or calls immediately after the event (ideally within 24–48 hours)
  
  
• Schedule calls or meetings soon after the initial contact
  
  
• Consider creating standard templates for follow-up emails
  
  
• Calculate ROI and analyse KPIs against targets
  
  
• Compare performance with last year or previous events
  
  
• Debrief with your team, summarise and document lessons learned and improvements for the next event
  
  
• If you need help with contracts, securing payments, calculating tariffs, delivery terms or similar matters, we can assist you. Read more here:
  
  
  • International contracts
  • Logistics and delivery terms
  • Check customs tariffs and documentation requirements for your product